Get Excited: Birchbox Is Launching Its Own Beauty Line

It's hard to trump the anticipation of a monthly Birchbox arrival, but beauty junkies now have something even more exciting to look forward to: The OG subscription service is launching a beauty line of its own… tomorrow.

Called Love of Colour (or LOC), the collection will focus on lipstick and eye shadows—for now. Birchbox CEO Katia Beauchamp tells Fast Company that the company has big plans for rolling out other products in the future. And true to Birchbox form, samples of its native collection will be doled out in monthly boxes; you can purchase the full line on the website.

As for the inaugural LOC line, the range was created in collaboration with YouTube beauty blogger Tati Westbrook. And as we would only hope (and, honestly, expect), years of getting up close and personal with some of the best products and brands on the market have played a major influence in the innovative design. For example, all the lip and eye colours in this collection are sized to last approximately one season so that customers can move onto future lines without leftovers. "We believe in not feeling like you are wasting products," Beauchamp says. "With colours, things do change, and the nice thing about these products is that you can use them up and be done with them. We had the opportunity to simplify this process, which is what a lot of consumers are looking for."

With the dozens of half-used products calling to us from our vanity drawer, we have to wholeheartedly agree.